The Effect of Teaching by Using the Multimedia on the Academic Achievement in the Field of TV Advertising for Students of the Faculty of Media in An-Najah National University

This study aimed at identifying the effect of teaching by using the multimedia on the academic achievement in the field of TV advertising for students of the Faculty of Media in An-Najah National University by answering the questions of the study. 1. What is the effect of teaching by using multimedia on TV advertising planning? 2. What is the effect of teaching by using multimedia on TV advertising design? 3. What is the effect of teaching by using multimedia on evaluating the efficiency of TV advertising? The population study consisted of all the students who registered in the Faculty of Media in the second term for the scholastic year (2015-2016) at An-Najah National University. A purposive sample was chosen , consisted of (20) students registered in the course of TV advertising . In addition to that, a test in the TV advertising was prepared by the researcher. The validity of the test was checked by presenting it to a committee of judges .The ‎researcher used test –retest method on students who have already studied the course ‎of TV advertising (20 students ) with an interval time (two weeks ), then the ‎reliability coefficient was calculated by using Pearson correlation coefficient which ‎was ‏(0.719)‏‎ and it was considered acceptable for the purpose of the study .‎ The researcher used the experimental method in a quasi-experimental design based on the examining of the impact of the independent variable (teaching by using multimedia) on the dependent variable (students ‘achievements in the TV advertising course ), by collecting the data and making the appropriate statistical analysis to extract the results. The results of the study showed the following: 1-There is a statistically significant difference between the means score ranks of the total achievement of the TV advertising for the control group ( the traditional way) and the experimental group ( multimedia ) in favor of the experimental group, in which the average level in the control group was (6.10) degrees, and in the experimental group was(14.90) degrees. 2- There is a statistically significant difference between the means of score ranks of the TV advertising planning for both groups : the control group ( the traditional way ) and the experimental group ( multimedia ) and in favor of the experimental group 3- There is a statistically significant difference between the means of score ranks of the TV advertising design for both groups : the control group (the traditional way) and the experimental group (multimedia) and in favor of the experimental group . 4- There is a statistically significant difference between the means of score ranks of the TV advertising evaluation for both groups : the control group (the traditional way) and the experimental group (multimedia) . Based on the results , the study recommended in using multimedia in teaching TV advertising courses and similar courses and carrying out further studies on academic achievement, and its relation to other variables, such as attitudes towards learning or motivation.